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Hey there,

It’s been quite a while since we last spoke, the good news is I am back and I have so much to share with you!

This blog post will be a special treat; we shall discuss a new topic that will surely fill your heart with ebullience. This topic is what eats at every second of our wasted time. No matter where we go, it is ubiquitous and quite frankly it would be impossible to eschew from it. Tiered of guessing? Well, our topic revolves around media and advertisements.

As I am a novice at analyzing media, we shall embark this journey together and we will come out of it with a mind rife of media analysis skills.  To start off out journey with slow and steady waves, I will analyze an advertisement; break it down to its core to find its pathos, egos, and logos.

When I think of advertisements, I think of Cristiano Ronaldo. Upon retrospection, I remembered that my favorite adds of his were the ironic KFC advertisements. I always though to myself  “How on earth could and athlete, whom should be advocating a health lifestyle, do a fast food advertisement?”

Click on the video below to watch the advertisement, which I have selected for analysis.

As a spotlight shines on Ronaldo’s perfectly built face, a game suddenly takes place on the pitch. The camera attempts be just and equally display Ronaldo’s toned legs as well as his perfect jaw. Ronaldo runs across the pitch, it appears as though he is in the lead. As he gets closer to the goal he falls, what a tragedy. Worry no more ladies and gentlemen, Ronaldo, our modern day Hercules, gets back up and the crowds go wild. The multiethnic crowds anxiously watch the game as they enjoy delicious meals from KFC. Towards the end, Ronaldo scores and the crowds go wild! Forget a trophy, Ronaldo grabs a bucket of Kentucky Fried Chicken, bites out of the chicken and says ‘So Good!’.

It is clear that the advertisement is directed towards their audience: the football fans. This is evident due to the story line of the advertisement, and the celebrity figure they chose for this advertisement. This was a economically strategic move due to the abundance of football fans in the world. Even if the viewer was not interested in football, they may choose to continue watching due to Ronaldos attractive physical appearance. This advertisement would convince its audience in many different ways: firstly because Ronaldo is an important figure in football, secondly because of the viewers physiological needs and the food on display, thirdly because it associates fitness with fast food and thus eradicates the obstacle of winning over the healthy audiences, and four simply because of how cool Ronaldo looks, and the need and desire to be cool is common in today’s youth.

The element of ethos is found in the celebrity endorsement of the products, in this specific advertisement the celebrity is Cristiano Ronaldo. The audience would most likely interpret the ad in this way “If Cristiano Ronaldo, arguably he best football player in the world, eats KFC, surely it must be good!”

Pathos can be inferred from the frequently displayed KFC food products. This is done in attempts to persuade the audience to purchase the product through utilizing their sense of desire and making them think that they need to eat this 'delicious' food.

However, it appears as logos was not used in this advertisement.

Coming up next, Cristiano Ronaldo’s Clear Men shampoo advertisement.